Create Better Targeted, Relevant Content Strategies with Web Analytics<br />Christina J. Inge, <br />Measurable Marketing ...
Audience Segments-Overview<br />Your Audience can be divided into:<br />Current customers<br />Core audience—those who alr...
Defining Conversion For Content Marketing<br />90% or more of conversions come from your core audience—those who already h...
Measuring Search is Not the Same as Measuring Audience Interest or Engagement<br />Drivers of traffic to the site and cust...
Keywords Driving Traffic to Your Site<br />Keywords that drive traffic to your site are measures of:<br />PR effectiveness...
Long-tail vs. short-tail<br />
Long-tail vs. Short-tail Keywords<br />Top content by traffic source = keyword = short-tail keywords is an essential measu...
Core Audience Measurement: Long-tail keyword traffic<br />Indicators of core audience interest in specific:<br />Products<...
Top Content Data <br />Top content is a measure of:<br />Customer interests<br />PR effectiveness<br />Measuring top conte...
Top Content Data <br />Top content is a measure of:<br />Customer interests<br />PR effectiveness<br />Measuring top conte...
But You Need to Know What Content Is Really Working to Convert Customers<br />
Your Current Top Content<br />Needs to be segmented<br />Identify what content is most interesting to your current custome...
Addressing the Needs of Your Core Audience<br />Top content by traffic source = direct is an essential measure of your cor...
Segmenting Your Audience and Message<br />Decide who you want to reach.<br />Identify what the valuable traffic is. <br />...
Develop the Right Content<br />Select a few core topics from your long-tail traffic<br />Identify content most important t...
Get Internal Subject Matter Experts<br />Your IT staff, managers, front-line professionals are the best advocates for your...
Christina Inge<br />Blog: Measurablemarketingstrategy.com/blog<br />Twitter: @christinainge<br />LinkedIn: linkedin.com/in...
Creating better targeted content marketing with web analytics
Upcoming SlideShare
Loading in …5
×

Creating better targeted content marketing with web analytics

1,209 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,209
On SlideShare
0
From Embeds
0
Number of Embeds
29
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Now, not all long-tail keywords will be connected with traffic from your core audience, but among the long-tail keywords will be many related to your core audience. If you know your c.a.’s interests, you’ll be able to identify which long-tail keywords point to traffic from this audience.
  • Creating better targeted content marketing with web analytics

    1. 1. Create Better Targeted, Relevant Content Strategies with Web Analytics<br />Christina J. Inge, <br />Measurable Marketing Strategy<br />
    2. 2. Audience Segments-Overview<br />Your Audience can be divided into:<br />Current customers<br />Core audience—those who already have a strong personal or professional interest in your type of product or service<br />Other interests—researchers, competitors, those not yet ready to buy.<br />
    3. 3. Defining Conversion For Content Marketing<br />90% or more of conversions come from your core audience—those who already have a strong personal or professional interest in your product, service, or brand.<br />Conversion frequently follows a predictable trajectory:<br />
    4. 4. Measuring Search is Not the Same as Measuring Audience Interest or Engagement<br />Drivers of traffic to the site and customer interests are not always identical.<br />Customer interests are best measured not by keywords driving traffic to your site, but by top content.<br />
    5. 5. Keywords Driving Traffic to Your Site<br />Keywords that drive traffic to your site are measures of:<br />PR effectiveness<br />Brand advocate effectiveness<br />Marketing effectiveness<br />Measuring keywords that drive traffic to your site can:<br />Increase conversions from organic and paid search<br />Identify PR opportunities<br />Identify key brand advocates<br />
    6. 6. Long-tail vs. short-tail<br />
    7. 7. Long-tail vs. Short-tail Keywords<br />Top content by traffic source = keyword = short-tail keywords is an essential measure of the general public’s interests.<br />Top content by traffic source = keyword = long-tail keywords is an essential measure of enthusiasts’ and professionals’ interests.<br />General public<br />Core audience<br />
    8. 8. Core Audience Measurement: Long-tail keyword traffic<br />Indicators of core audience interest in specific:<br />Products<br />Pain Points <br />Verticals: Pharma, Education, Publishing<br />
    9. 9. Top Content Data <br />Top content is a measure of:<br />Customer interests<br />PR effectiveness<br />Measuring top content can:<br />Optimize marketing spend and PR efforts<br />Lead to the development of high-demand, successful new content strategies<br />
    10. 10. Top Content Data <br />Top content is a measure of:<br />Customer interests<br />PR effectiveness<br />Measuring top content can:<br />Optimize marketing spend and PR efforts<br />Lead to the development of high-demand, successful new content strategies<br />
    11. 11. But You Need to Know What Content Is Really Working to Convert Customers<br />
    12. 12. Your Current Top Content<br />Needs to be segmented<br />Identify what content is most interesting to your current customers, most valuable potential customers <br />
    13. 13. Addressing the Needs of Your Core Audience<br />Top content by traffic source = direct is an essential measure of your core audience’s interests. <br />Never lose sight of the needs of your core audience and current customers in the pursuit of new site traffic. Unless you’re going in a new direction, your current and about-to-convert customers the core of your business.<br />
    14. 14. Segmenting Your Audience and Message<br />Decide who you want to reach.<br />Identify what the valuable traffic is. <br />Does your desired reach vary seasonally<br /><ul><li>How big a priority is micro-conversion?</li></li></ul><li>Homing in on Essential Data<br />Most essential data:<br />Top content – Traffic source = direct:<br />The organization’s customers and those ready to convert.<br />Top content – Keyword = long-tail keywords<br />Those closer to a purchasing decision.<br />
    15. 15. Develop the Right Content<br />Select a few core topics from your long-tail traffic<br />Identify content most important to your direct traffic, other than transactional pages<br />Segment out that content by business unit or vertical<br />Create targeted landing pages, white papers, webinars, emails, and social campaigns<br />
    16. 16. Get Internal Subject Matter Experts<br />Your IT staff, managers, front-line professionals are the best advocates for your brand<br />Offer support for content development—remember, it’s their content expertise that’s the focus. Style, structure, marketing you can all help with.<br />
    17. 17. Christina Inge<br />Blog: Measurablemarketingstrategy.com/blog<br />Twitter: @christinainge<br />LinkedIn: linkedin.com/in/christinainge<br />

    ×